Milestone of Success Genesis Heritage Vision Mission & Philosophy Corporate Social Responsibility Product Portfolio Winning Strategies

Marketing & Distribution Promotion Strategy Strong Infrastructure Win-Win Results Recognition Did You Know Milestone of Success Today : One of the world largest and most integrated manufacturer detergent toiletries. Largest player of Indian Detergent Market with a share of 38% Second Largest toilet soap marketer of the country with a share of 20% Journey 1969-1985 Innovation, creation & foundation 1986-2004 Expansion, Extensions & Consolidation The Beginning1969 Dr. Karsanbhai Patel Manufactured the Detergent in the back yard of his home, Packed & stapled into the poly bag himself, distributed Nirma door to door on his bicycle, sold with money back guarantee Followed simple steps Value for Money concept Introduced the same at an astonishing Rs. 3 per kg Leading Brand (surf) was then priced Rs. 13 per kg Rural focus Flat, efficient , robust Distribution Network Multi- Dimensional aggressive marketing and manufacturing strategy Aggressive media strategy The Next step-1985 Nirma Detergent cake was launched, as a line extension 2nd product from Nirma Huge success The most highly penetrated in the category- according to ORG-MARG BT-Rural watch Success repeated.1990 Nirma Super Detergent (superior spray-dried blue Detergent Powder) High TFM Nirma Beauty soap Launched under the umbrella Brand name of Nirma

Umbrella Branding successfully adopted Product Portfolio DETERGENTS: Spray dried powder,Compact dry mix powder, cakes. TOILET SOAPS: Beauty soaps, Carbolic soaps, Premium soaps. PACKAGED FOOD: Ionized salt INDUSTRIAL PRODUCTS:Glycerine,Sulfuric Acid, Soda Ash, salt FERTILIZER :Single super phosphate Nirma has over the years introduced products in toiletries and personal care with soaps, shampoos and toothpaste, thus offering the consumer a complete product portfolio. Winning Strategies Business Strategy Nirma adopted A different Path.. Identified Markets where others saw none. Expanded Markets where other failed. Achieved penetration where other felt consumer mindsets could not be changed Nirma Distribution Strategy. Low margin High volume generates High return. Exclusive Distributors. Locally distributors is among the richest people. Direct communication with channel partners. Railways for bulk movement . Two separate channels Dynamic channel feed System Channel is fed through both direct dispatch & stock points. Stock point helps in reducing stock outs. Daily transport arrangement instead of rate contracts . Rural & Urban Presence through the channel Two distribution channels Better service Prevents cannibalization Encourages relationship based sales Marketing & Distribution Nirma Limited markets its products through its fully owned subsidiary Nirma Consumer Care Limited (NCCL), which was incepted in 1985. NCCL in turn resells these products in the market under the umbrella brands NIRMA and NIMA along with extensions. The distribution strength of Nirma is based on mutually rewarding and satisfying relationship. Nirma pioneered the concept of flat distribution network. Nirma Consumer Care Limited operates with two parallel distribution networks. The NIRMA brand is marketed through the first network, which consists of about 450 exclusive distributors. It is one of the lowest cost FMCG distribution channels of the country. Promotion Strategy pioneer of product sponsorship through electronic media. Nirma in 1974 & 1976 was promoted through price draws of Rs. 30000 to Rs. 60000 The price money was increased in 1982 to Rs. 2.2 lacs

Only private sector advertiser at Moscow Olympics First Company to introduce Bucket scheme to promote product hampers The new ad campaign, rolled out in the third week of December 2002, is featured on all leading TV channels. Diya Mirza, upcoming actress and former Miss India Asia Pacific, has been roped in for the new campaign. The new television commercial with the very catching slogan, Dil karta ha, choo lu tumko, shows the beautiful Mirza walking lost in thought on a beach. Backward Integration 1973 Linear Alkyl Benzene Sulphonate 1989 Sulphuric Acid, Alpha Olefin sulphonate, Fatty Acid 1990 Glycerin 1994 Packaging 1995 Single Super Phosphate 1996 Linear Alkyl Benzene 1997 N Paraffin , Soda Ash, Industrial Salt, Edible Salt, Captive Powder Plant Strong Infrastructure: Asias Largest salt works. Industrial salt capacity of 1500000 TPA. Edible salt of 288000 TPA. 5000000 pieces of Detergent sold per day. Largest Detergent manufacturer of India. 3000000 pieces of Soap sold per day. Annual sales of Rs. 500 Crore. Second largest soap Manufacturer in in India Win-Win Results: Gross sales over Rs. 2400 crores. 8 Manufacturing Locations. Among Top 10 Indian Brands Nation wide Distribution reach 2500 Distributors 2000000 retailers 40 depots Share holder information Promoters 77.36% Public 22.64% Recognition: Nirma Brand : 9th among top FMCG Brands of India. 9th Largest FMCG brand of the country. Selected as super brand of India for 2003-2004. Most popular brand in Detergent powders-Economy category. Nirma Brand : 31st among the top 100 FMCG of India.

Nirma washing Powder : Most widely distributed detergent powder brand. Most highly penetrated Detergent powder of India. Excellence award for best advertisement of the year. Nirma Lime fresh : 7th most successful brand launch

Did You Know?

Things you did not know : Nirma is named after Nirupama (Nima), daughter of Karsanbhai Patel. Dudh ki safedi Nirma se aye, Rangin kapada bhi khil khil jaye jingle used since last 35 years. Same radio spot has been used consistently since last 28 years. Nirma is one of the largest selling single detergent brand in the world. Daily 3 million pieces of Toilet soap are sold across India daily 6.2 million units of detergent powder and cake are sold across India. Nirma Lime Fresh Toilet soap sold 17 million packs in the first month of its launch. Daily 3 lacs plus units of Nirma sudh salt are sold across India. Daily logistic of 10000 mt of Material